Me pēhea te whakatau i te mākete ūnga
Ko te tautuhi i tō mākete ūnga te tūāpapa o tētahi rautaki hokohoko angitu. Ki te kore he māramatanga mārama ki tō hunga whakarongo, ahakoa ngā kaupapa whakatairanga tino whakahihiri ka hinga. I tēnei ao tere me te hononga nui o ēnei rā, mā te arotahi ki te hunga e kōrero ana koe ka taea te hanga, te pakaru rānei i tō pakihi. Ma tēnei tuhinga koe e ārahi i roto i ngā mahi nui hei whakatau i tō mākete ūnga, me te whakarite kia tae atu ō mahi ki ngā tāngata tika i te wā tika.
1. Kia Mārama ki te Hiranga o te Mākete Whāinga
I mua i te ruku hohonu ki ngā mea nui, he mea nui kia mārama tātou he aha te hiranga o te whakatau i tētahi mākete ūnga. Ko tō mākete ūnga ko te rōpū iti o ngā kaihoko e tino hoko ana i ō hua, i ō ratonga rānei. Mā te tautuhi me te arotahi ki ēnei tāngata, ka taea e koe te whakarite i ō mahi hokohoko kia pai ake ai te whakatutuki i ō rātou hiahia, ka hua ake he nui ake te whai wāhi, he nui ake ngā hoko, me te pai ake o te pono o ngā kaihoko. Ko te tikanga, ka taea te whakamahi pai ake i ō rauemi hokohoko, ka pai ake te ROI.
2. Whakahaerehia te Rangahau Makete
Ko tētahi o ngā mahi tuatahi ki te tautuhi i tō mākete ūnga ko te whakahaere rangahau mākete hōhonu. Kei roto i tēnei ko te kohikohi raraunga mō tō ahumahi, mō ō hoa whakataetae, me ngā kaihoko pea.
a. Rangahau Tuarua
Tīmata ki te rangahau tuarua; he mōhiotanga tēnei kua wātea kē, ā, ka kitea i roto i ngā pūrongo ahumahi, ngā rangahau mākete, me ngā rangahau o nāianei. He maha ngā wā ka whakaratohia e ngā rōpū hokohoko, ngā whare wānanga, me ngā whakahaere kāwanatanga he māramatanga whai hua mō ngā au o te ahumahi me ngā whanonga a ngā kaihoko.
b. Rangahau Tuatahi
Muri iho, tāpirihia tēnei ki te rangahau tuatahi, arā, ko te kohikohi raraunga hou mai i ngā kaihoko pea. Whakamahia ngā rangahau, ngā uiuinga, me ngā rōpū arotahi hei whiwhi māramatanga ā-kanohi mō ngā manakohanga, ngā wero, me ngā whanonga hoko a tō hunga whakarongo. Ka taea e ngā taputapu pēnei i a Google Forms, SurveyMonkey rānei te whakahaere i tēnei tukanga.
3. Te Tātari i tō Hua, i tō Ratonga rānei
Ko te mārama ki tāu ake tuku he mea nui ki te tautuhi i te mākete e hiahiatia ana e koe. Whakahaerehia he tātaritanga hōhonu o tō hua, o tō ratonga rānei, kia kitea ai ōna āhuatanga hokohoko ahurei (USP). Pātai atu ki a koe anō ēnei pātai:
1. He aha te raru e whakatauhia ana e taku hua, e taku ratonga rānei?
2. He aha ōna āhuatanga ahurei, ōna painga rānei?
3. Ko wai kei te whakamahi i taku hua, i taku ratonga rānei i tēnei wā?
4. He aha i whiriwhiria ai e ngā kiritaki i ngā kaiwhakataetae?
Mā te whakautu i ēnei pātai, ka taea e koe te tīmata ki te hanga i tētahi kōtaha mō te momo kaihoko ka tino whai hua mai i āu tuku.
4. Wehewehea tō Mākete
Ko te wehewehenga mākete te tukanga wehewehe i tētahi mākete whānui mō ngā kaihoko, mō ngā pakihi rānei, ko te tikanga he kaihoko o nāianei me ngā kaihoko pea, ki ngā rōpū iti o ngā kaihoko i runga i ētahi momo āhuatanga ōrite. Anei ngā paearu matua mō te wehewehenga:
a. Te Wehewehenga Taupori
Ko te wehewehenga taupori he wehewehe i te mākete i runga i ngā taurangi pēnei i te tau, te ira tangata, te moni whiwhi, te mātauranga, me te rahi o te whānau. Mā ēnei āhuatanga ka mārama ko wai ngā kaihoko pea i te taumata papaku.
b. Te Wehewehenga Whenua
Mā te wehewehenga whenua ka wehea te mākete i runga i te tauwāhi, pērā i te whenua, te rohe, te tāone rānei. He mea nui tēnei mō ngā pakihi e whakawhirinaki ana ā rātou tuku ki ngā āhuatanga tauwāhi, ki te hunga rānei e hiahia ana ki te whakawhānui ki ngā rohe hou.
c. Te Wehewehenga Hinengaro
Ka ruku hohonu ake te wehewehenga hinengaro ki ngā tuakiri, ngā momo noho, ngā uara, me ngā hiahia o ngā kaihoko. Mā te mārama ki ēnei āhuatanga, ka taea e ngā pakihi te whakarite i ā rātou karere kia pārekareka ki te taumata whaiaro me te taumata kare ā-roto.
d. Te Wehewehenga Whanoke
Ko te wehewehenga whanonga e arotahi ana ki ngā whanonga a te kaihoko pēnei i ngā tikanga hoko, te pono ki te waitohu, me ngā reiti whakamahi hua. Mā te mārama ki ēnei whanonga ka āwhina i a koe ki te matapae i ngā hiahia me te whakarite i ō tuku kia rite ki tēnā.
5. Waihangahia ngā Tūmomo Kiritaki
Kia oti te wehewehe i tō mākete, ko te mahi e whai ake nei ko te waihanga i ngā tuakiri kiritaki taipitopito. Ko te tuakiri kiritaki he whakaaturanga pakiwaitara noa iho o tō kiritaki tino pai i runga i te rangahau mākete me ngā raraunga tūturu mō ō kiritaki o nāianei.
a. Ngā Taipitopito hei Whakauru
I te wā e hanga ana i ngā persona kiritaki, me whakauru ēnei taipitopito:
1. Ngā āhuatanga taketake o te taupori: Tau, ira tangata, moni whiwhi, mātauranga, mahi.
2. Ngā whakaahua hinengaro: Ngā hiahia, ngā uara, te momo noho.
3. Ngā āhuatanga whanonga: Ngā whanonga hokohoko, ngā taunekeneke waitohu.
4. Ngā mamae: Ngā raruraru motuhake e pā ana ki a rātou ka taea e tō hua te whakaoti.
5. Whāinga: Ngā mea e whai ana rātou kia tutuki mā te whakamahi i tō hua.
b. Te Tukanga
Tīmata mā te whakarāpopoto i ngā raraunga i kohia mai i tāu rangahau. Tāutuhia ngā tauira me ngā au e puta ana i ngā wāhanga rerekē. Hoatu he ingoa me he kanohi ki ia tangata mā te whakamahi i ngā whakaahua kararehe, ā, whakakīia ō rātou kōrero papamuri i runga i ngā raraunga kua kohia. Hei tauira, ko "Marketing Mary" he kaiwhakahaere hokohoko 34-tau te pakeke e whakanui ana i te whai huatanga me te mōhio ki te hangarau.
6. Whakamanahia tō Mākete Whāinga
I muri i te waihanga i ō tuakiri, ko te mahi e whai ake nei ko te whakamana i ō whakaaro.
a. Whakamātauria ki tētahi Hunga Tauira
Whakahaerehia ngā kaupapa hokohoko whakamātautau e aro ana ki ngā momo tangata. Tātarihia ko ēhea ngā wāhanga e tino pai ana te urupare ki tāu karere. He tino āwhina ngā taputapu pēnei i te whakamātautau A/B i tēnei wā.
b. Rapua he Urupare
Whakauru atu ki tō hunga whakarongo mā roto i ngā puka urupare, ngā arotake, me ngā taunekeneke pāpāho pāpori. Kia tuwhera ki te whakarerekē i ō tuakiri i runga i ngā urupare o te ao tūturu.
7. Aroturuki me te Whakatikatika
Kei te huri haere tonu te mākete, nō reira me mārama koe ki tō mākete ūnga. Arotakehia ō tuakiri me tō rautaki wehewehe i ia wā. Whakamahia ngā taputapu tātari hei aroturuki i ngā huringa o ngā whanonga kaihoko me ngā au o te mākete. Kia rite ki te huri i tō rautaki i runga i ēnei māramatanga.
a. Whakamahia ngā Tātaritanga
Mā ngā taputapu pēnei i a Google Analytics, ngā tirohanga pāpāho pāpori, me ngā pūnaha whakahaere whanaungatanga kiritaki (CRM) ka whakaratohia he raraunga whai hua mō te taunekeneke a ngā kaihoko me tō waitohu.
b. Kia mau tonu te whakahōu
Kia mau tonu ki ngā purongo o te ahumahi, ngā mahi a ngā kaiwhakataetae, me ngā auahatanga o te mākete. Hono atu ki ngā huihuinga ahumahi, haere ki ngā huihuinga tukutuku, me te ohauru ki ngā tuhinga e tika ana kia mau tonu ai te hou me te whai tikanga o ō mātauranga.
Opaniraa
Ehara te whakatau i tō mākete ūnga i te mahi kotahi noa iho, engari he tukanga tonu e whanake ana me tō pakihi me te āhua o te mākete. Mā te rangahau hōhonu, te waihanga i ngā tuakiri kiritaki taipitopito, me te whakamana tonu me te whakarerekē i tō rautaki, ka taea e koe te whakarite kia pārekareka ō mahi hokohoko ki te hunga whakarongo tika, ka akiaki i te angitu me te tipu mō tō pakihi. Kia maumahara, ko te tika ake o tō tautuhi i tō mākete ūnga, ko te whai hua ake o tō taunekeneke ki a rātou, ka whai hua ai ngā mahi hokohoko katoa.
